K-pop boy group CRAVITY has officially kicked off promotions for their highly anticipated second full album. On June 4, Starship Entertainment unveiled the concept film for CRAVITY's upcoming album "Dare to Crave" through the group's official social media channels, announcing the album's release date of June 23. The company also captivated fans by revealing CRAVITY's refreshed logo through an artistic motion graphic. 

Conceptual Evolution Through Grapes and Desire 

The newly released concept film opens with the thought-provoking phrase "Of Things That Come Too Easily." The visual narrative begins with falling grape clusters, transitioning through scenes of polluted nature and junkyards filled with discarded objects. The film showcases CRAVITY members, starting with Seongmin watching these scenes on television, as they intensely consume grapes, symbolically expressing their deep desires and ambitions. 

The production combines majestic, fast-paced instrumentation with dynamic scene transitions, creating a vivid and engaging visual experience. The film concludes with the phrase "Crave Gravity" transforming like grape berries that swell and merge to form "CRAVITY," emphasizing the album's strong connection to grape symbolism while revealing the evolved meaning behind the group's name as a combination of "Crave" and "Gravity." 

New Logo Represents Growth and Transformation 

The accompanying logo motion video illustrates CRAVITY's brand evolution through the metaphor of grapes transforming into living organisms before taking the shape of their new logo. Through multiple cellular divisions, the grape develops human features including eyes, nose, and ears before morphing into the letter 'C'. The final logo incorporates grape vine-like elements spelling out "CRAVITY," symbolically representing the group's organic growth and transformation. 

These releases present a completely different atmosphere from CRAVITY's previous concepts and worldviews, signaling a bold new chapter for the group. The recurring grape imagery has sparked curiosity about its deeper meaning, while the transition from their original planet-piercing logo to the new grape and vine design has heightened anticipation for this comeback. 

Building on Past Success 

Since their 2020 debut, CRAVITY has established themselves with distinctive concepts, refreshing live performances, and diverse choreography, earning recognition as "Vocalvity" and "Performavity." The group achieved significant success last year by winning Mnet's "Road to Kingdom: Ace of Ace" and released their single album "FIND THE ORBIT" in December, which portrayed fearless youth challenging themselves while expanding CRAVITY's unique narrative. 

Highly Anticipated Return 

"Dare to Crave" marks CRAVITY's first comeback in approximately seven months since "FIND THE ORBIT" and their first full album in three years since "LIBERTY: IN OUR COSMOS Part 2" released in March 2022. Fans can expect more dimensional and rich musical content from this comprehensive release. 

As CRAVITY celebrates their fifth anniversary this year, attention focuses on how they will expand their signature coming-of-age narrative and unique worldview through this new album. 

The group plans to release additional teasing content sequentially through their official social media channels. CRAVITY's second full album "Dare to Crave" will be available on all major online music platforms on June 23 at 6 PM KST.

Hashtags

• #CRAVITY